Knife-crime awareness charity Ben Kinsella Trust has launched an OOH poster campaign that uses machine learning to show messages from mothers. The messages are triggered by the sound of a siren.

The first of its kind campaign, timed to coincide with Mother’s Day, was developed by M&C Saatchi London and Clear Channel UK. The partners trained a machine learning system to understand what an ambulance siren sounds like.

When triggered, the posters show messages from mothers to their sons. The idea is to make the connection between ambulances and the worry it inspires in mums. Last year, 315 people were admitted to hospital with knife-related injuries around Mother’s Day.

In addition to this AI-driven technology, the campaign also includes nearly 1,000 live digital billboards and Adshels across the UK. This is supported by organic social media activity.

This campaign is a follow up to M&C Saatchi and the Ben Kinsella Trust’s award-winning ‘Shout out to my son’ radio campaign which ran in 2019.

Jonathan Acton, Head of Creative Delivery, Clear Channel, said: “As soon as we heard about this amazing idea, we knew we had to build it. By using machine learning we have enabled the digital out-of-home bus shelters to adapt the creative to change when they hear a siren. We’re using technology to bring this important campaign message to life in a dynamic way that has never been done before, to really engage passers-by.”